Some of the most successful startups are using gamifiaction. How do they do it? Is that their key for success? How can you implement gamification in your startup?

1. Using Gamification in Startups -
Now you’re playing with power
Dudi Peles
July 2013

2. About Me
Founder of Jivy Group, Playful Shark
Advisor & Mentor for Startups
Teacher: Beit Berl, Kibbutzim
Seminar, TAU
PhD student: STS @ Bar Ilan
Active & founding member in
GameIS
Blog: www.dudipeles.com
Mail: dudipeles@gmail.com

3. Let’s look at some
successful “startups”

4. Sold to Google for $1.1B

5. Founded in 2008, Raised $6M on 2010
Most popular site for programmers with over 1.7M registered users

6. Raised $5.8M on 2013
20 million pageviews and over 100 million Facebook and Twitter impressions monthly

7. Founded on 2011, Raised $12.5M on 2012
Used by over 1M users to learn to code

8. On 2011 raised $50 million on a $600
million valuation

9. Increased Facebook likes & shares by 92%, twits by 68% in just a few months

10. What do they all
have in common?

11. They apply the basic elements that
make games fun and engaging to
things that aren’t games

12. How do we measure startups success ?

13. Let’s dig deeper…
Only 2 ways:
1. Users pay
2. Someone else pays (mostly advertisers)
How do apps or sites make money ?

14. Let’s dig even deeper…
Why do users or advertiser pay money ?
3 main reasons:
1. There are lots of users
2. Users spent a lot of time and return
3. There is a service or content worthwhile paying for

15. And deeper…
Value =
(Conversion + Virality) * Retention * Monetization
So what's the bottle line?
3 main things to work on:
1. Convert user better, Bring more users
2. More… time on site, page views, returning users
3. Charge more for more

16. So what does it have to do with game elements?

17. Goals, Points, Levels,
Discovery

18. Points, Status,
Leaderboards,
Badges

19. Points, Badges, Progression

20. FLOW, Points, Badges

21. FLOW

24. Points, Badges, Discovery,
Status, Leaderboards

25. Points, Badges, Leaderboard, Goals

26. Value
FLOW
Points
Status
Leaderboards
Badges
Progression
Goals
Discovery
Levels
Conversion
Virality
Retention
Monetization
Make your user do what YOU want him to do

27. Now you’re playing with power

28. Games can change the world

29. There are thousands of
failing apps and sites that
are doing the same
What's the Problem?

30. The Problem with games
• Most games are bad (4 out of 5 AAA games
fails)

31. • They end
• New content keeps the players, not game
mechanics
The Problem with good games
60 70 80 85 90

32. The Problem with extrinsic motivation
Punished by Rewards: The Trouble with Gold Stars (Alfie Kohn 1999)

33. Value for
User
Value for Your
Business
The Problem with gamification
There Be Dragons: Ten Potential Pitfalls of Gamification, by Sebastian Deterding (2011)

34. Value for
User
Value for Your
Business
Foursquare
There Be Dragons: Ten Potential Pitfalls of Gamification, by Sebastian Deterding (2011)
We give you points
You Check in

35. Value for
User
Value for Your
Business
Stack overflow
There Be Dragons: Ten Potential Pitfalls of Gamification, by Sebastian Deterding (2011)
We give you a reputation
(and build our content)
You answer questions

36. • Improve conversion rates
• Increase virality
• Increase user retention
• Increase user monetization
• Use the product
• Self Improve (learn)
• Status / Recognition
• Fun
Make your users do what you want while
giving them what they want
Value for User Value for Your Business

37. So how do I do exactly that?

38. Games are fun

39. For the past 40 years
game designers
turned fun making
into science

40. Become a game designer or advise with
a game designer

41. My Gamification Experience

42. Making things more fun
• Mobile Marketing platform
• Mobile Recommendation app
• Bank site
• Diet web site
• Resume writing services
• TV Rating app
• BI systems
• Crowd funding site
• Sport content site
• Social virtual environment app
• Navigation app
• Programming Course

43. Video games Design and Development
program in Bait Berl, active since 2005

44. Introduction to video games
programming

45. Introduction to video games
programming

46. Introduction to video games
programming

47. Introduction to video games
programming

48. Introduction to video games
programming

49. Was it worth it ?

50. Students Emersion:
Attendance: 68% -> 98%
Exercise submitting: 44%* -> 86%
Student Mail Interaction: 300% raise
* Students needed to submit only 70%, taking this in consideration the 44% will turn to 63%

51. Was it more fun ?
When asked to pick the 3 most fun
courses out of 12, 50% of the students
chose the programming course !

52. Thank you
For any question just mail me:
dudipeles@gmail.com